The Australian Communications and Media Authority (ACMA) has released a Statement of Expectations on the use of consumer consent for email, SMS and telephone marketing.
ACMA recommends that businesses use express consent based on clear terms and conditions (T&Cs) that are accessible to consumers. T&Cs should explain what the marketing is for, who will use it, how long it will be used, and how consent can be withdrawn.
Consumers should also be able to easily unsubscribe or withdraw their consent to receive direct marketing.
The statement, and the laws that it relates to, apply to any businesses that markets to Australian consumers by phone, email, or SMS, regardless of their size or turnover.
Industry figures told AdNews that the upcoming Privacy Act amendments due in August are likely to address issues of consent and definitions of personal information as well as a focus on enhancing privacy and consumer protection.
Over the last 18 months, businesses have paid more than $15 million in spam and telemarketing penalties.
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